As quickly as Harvey Mason Jr. was satisfied that firefighters had gotten a deal with on this month’s devastating Los Angeles wildfires, the pinnacle of the Recording Academy turned his thoughts to a considerably much less dramatic matter.
Lodge rooms.
“I know that sounds weird,” mentioned Mason, whose group’s largest occasion — the annual Grammy Awards ceremony recognizing the very best in pop music — was simply weeks away when native officers assured him that transferring ahead can be secure. “But if we’re having people fly into the city for our show, are we gonna be displacing people who need rooms because they lost their homes?”
To seek out out, Mason started working the telephones, soliciting enter from L.A.’s tourism division and from accommodations together with the JW Marriott subsequent door to downtown’s Crypto.com Area, the place the 67th Grammys shall be held Sunday night time with nominees, presenters and performers together with Beyoncé, Taylor Swift, Billie Eilish, Sabrina Carpenter, Herbie Hancock, Shakira, Charli XCX, Doechii, John Legend, Chappell Roan and Kendrick Lamar.
“I also called the guy who manages the Beverly Hills Hotel, which I thought was probably a place where a lot of people from our industry go,” Mason recalled. “He said, ‘We’re at below 30% occupancy. Everyone on the outside feels like the city’s shut down and everything’s burning and we’re out of business. We need people to come.’ ”
For the Recording Academy, Sunday’s present — set to be broadcast stay on CBS and streamed on Paramount+ — isn’t simply a possibility to disclose who gained report of the 12 months and who was named greatest new artist. It’s additionally a vital gig for the 6,500 individuals the academy says the Grammys make use of in Los Angeles: dancers and drivers and caterers and stagehands, a lot of whom have but to get better from the financial stresses of the COVID-19 pandemic and the Hollywood strikes.
Simply as vital, in Mason’s view, is the prospect to make use of the telecast and its related occasions to assist in fireplace reduction. Already, the academy says it’s distributed north of $4 million to greater than 2,000 music professionals affected by the wildfires; the TV present itself will function appeals to donate to MusiCares, the academy’s philanthropic arm, in addition to to teams offering reduction all through Southern California.
Mason mentioned these issues outweighed his issues about “the optics” of primarily throwing a celebration at a second when 1000’s of Angelenos have seen their properties or enterprise destroyed.
“People in the business were concerned about: If we do this, are we gonna look bad?” he mentioned. (Certainly, music corporations like Spotify and Common Music Group known as off their annual Grammy-week events.) “But to me, canceling does the opposite of what needs to happen,” Mason added. “We need to raise money, we need to raise awareness and we need to show a unity around our community and around the city of L.A. — that we’re going through a hardship but we’ll bounce back.”
Hanging the suitable tone for the present “is a high-wire act, there’s no question,” says Ben Winston, one of many Grammys’ government producers together with Raj Kapoor and Jesse Collins. Winston has expertise in that effort: In 2021 he and his staff designed the telecast round COVID-19 restrictions that had pop stars in masks; in 2022 they mounted the present only a week after Will Smith shocked the world by slapping Chris Rock on the Oscars.
Till 2023, Winston ran James Corden’s CBS late-night present, which he known as “an hour of fun and silliness” that often ran up in opposition to the true world. “A natural disaster or a school shooting happens right before you go on, and you’ve got this superstar dancing in the street. We got very used to saying: ‘Is that appropriate? How do we get there?’ ”
Sunday’s present will honor firefighters and different first responders and showcase impacted small-business house owners; it would additionally “celebrate the spirit of the city of Los Angeles,” in keeping with Winston, together with a number of performances “that didn’t exist before the fires,” he mentioned. “There’s a couple of artists who called afterwards and said, ‘I was gonna sing this, but how would you guys feel if I now sang that?’ ”
There’s additionally a tribute deliberate to Quincy Jones, the vastly influential music determine who died at 91 in November. Mentioned Kapoor of the phase: “It’s maybe a little bigger than what we would normally do. The entire Grammy show could actually be Quincy because of how many genres he touched and how much work he accomplished and the love of the industry for him.”
One ingredient the present gained’t embody, Winston mentioned, is a efficiency by Kendrick Lamar of “Not Like Us,” the Grammy-nominated diss monitor that capped Lamar’s epic feud final 12 months with Drake. Lamar is scheduled to headline the Tremendous Bowl halftime present on Feb. 9, “and the NFL always make their Super Bowl halftime performers sign a deal that says they’re not allowed to perform anywhere for a matter of weeks,” Winston mentioned. “We’ve never had a Super Bowl performer on the Grammys. That’s the NFL’s call, it’s not the artist’s.” (Winston did promise that the present would comprise “a couple of surprises.”)
Scores of the earlier two telecasts have been each up considerably, however Winston expects numbers to be down this 12 months, partly as a result of the present’s advertising marketing campaign was narrowed to only over every week in size, in comparison with the same old month.
“I was very passionate about the show happening,” Winston mentioned, “but what we weren’t comfortable with while people were evacuating was: ‘Hey, watch the Grammys!’ ”
Mason didn’t appear nervous by the prospect of a rankings dip, although he additionally is aware of that viewership issues — notably this 12 months.
“The reason we give these awards is so that we can have a broadcast, and the reason we have a broadcast is so we can have a licensing fee come in the door that goes back out to serve music people,” he mentioned. “There’s no greater example of that than this fire and this show.
“Whoever wins a Grammy on this telecast is gonna be directly tied to the people who get help from the money that comes in from the show.”
